NEW YORK, Nov. 9 /PRNewswire/ --Duane Reade has long been the one place where New Yorkers could find everything from prescriptions to potato chips. So it's only fitting that the city's largest drugstore chain, now undergoing a substantial transformation, is introducing hundreds of new and exclusive products in time for the holidays via its new publication, The Duane Reader.

Hundreds of new products will appear in the inaugural 20-page Holiday Edition, which will be distributed this week in The New York Times and The Daily News, as well as handed out on commuter trains and in office buildings throughout the city. And as one would expect, The Duane Reader is also available to customers in more than 250 Duane Reade stores in the New York metropolitan area.

Joe Jackman, acting chief marketing officer, commented, "The Duane Reader represents our most recent effort to strengthen our brand image in order to match the positive changes that we are making to our customer experience. It's our hope that busy New Yorkers will find it to be a relevant, useful, and entertaining companion for city-living during the holidays."

The Duane Reader spotlights hundreds of products at hot introductory prices that will be in effect through January 1, 2010. It also profiles exciting new - and New York-centric - items perfect for life in this city. Many of the products highlighted make their debut under one of the exclusive Duane Reade private label brands:

the expanding DR Delish brand of delectable food and beverage items

Apt 5, Duane Reade's quintessential New York brand, which now includes a new environmentally friendly line-up called Apt 5 Goes Green

the beautiful new beauty brand Look NY, and

the long-standing and recently relaunched Christmas In New York brand.

"Virtually all the products in The Duane Reader have a connection to city living, with many created especially for the joyous holiday season," said Joe Magnacca, chief merchandising officer at Duane Reade. "We are thrilled to use this unique publication to highlight the great values and wonderful array of new and exciting products that our team has been busy creating. Whether stocking-stuffer gifts, easy entertaining, or quality food choices on-the-run, we had fun tying in these items to the everyday events and happenings that we experience as we get ready for the holidays in New York."

The Duane Reader features smart, breezy writing that works well to complement the eye-catching graphics and colorful artwork. The premier issue, which debuts this week, focuses on the holiday season, with a number of new and relevant items for entertaining (DR Delish French sparkling sodas), decorating (Christmas in New York cards, wreaths and apartment-sized trees), stocking-stuffing (Apt. 5 corkscrews and LookNY make-up brushes), and just plain New York "survival" items (sheer hosiery, vitamins, stain removal sticks and 'green' cleaning supplies).

Accompanying the perfect-for-holiday items is a pull-out Holiday Planner providing a New Yorker's view of things to see and do this month and next, and other sections with fun tidbits such as which restaurants are serving Christmas dinner, and the hours of the Central Park Ice Rink.

In addition to the exciting product news, The Duane Reader publication is packed with bargains, useful tips and hints, historical notes about New York City, and holiday ideas. It is a must-read for city dwellers and visitors.

The introduction of The Duane Reader is but one of the many elements of transformational change that the drug store chain is undertaking. The transformation includes design updates to many of its stores to make them more 'shop-able,' continuing improvements in customer service, expansion of store hours, and upgrades to product and service offerings. All of these improvements are being implemented with an eye to delivering on Duane Reade's brand mantra of New York Living Made Easy.

About Duane Reade

Founded in 1960, Duane Reade is the largest drugstore chain in New York City. In keeping with company's brand vision of New York Living Made Easy, Duane Reade provides New Yorkers with prescriptions, health products and services, beauty products and services, and convenience items for daily life in the city... everything for "How I Feel", "How I Look", and "What I Need Now". As of October 1, 2009, the Company operates 256 stores.